THE EFFECT OF PROMOTION ON REVISIT INTENTION MEDIATED BY HERITAGE DESTINATION IMAGE: THE CASE OF ADDIS ABABA CITY

Abstract

The aim of this study was to investigate the effect of promoting heritage destination on revisit intention of tourists in the case of Addis Ababa City, Ethiopia. Quantitative approach along with explanatory research design was applied. The study was conducted on tourists who visited Addis Ababa city. By using structured questionnaire, the data were collected from 314 foreign tourists in Addis Ababa City with the response rate of 82%. Structured self-administered questionnaire was used to collect the primary data and using SPSS 20.0, both descriptive and inferential analyses were conducted for correlation and multiple linear regression analysis to attain the intended objectives. The results indicated that all independent variables: advertising, sales promotion, direct marketing, trade show, and cultural diplomacy as well as mediating variable: destination image had significant positive effect on revisit intention. The marketing promotion and destination image explain 84.8% the variance in revisit intention. Finally, based on the finds of the study, recommendations were made.